Saturday, 11 April 2015

Grand National Day Sponsorship sells the Cider brand to cider drinkers and Investment to High Net-worth Individuals

“The British public will unload in excess of £80 million into the satchels of Paddy Power, William Hill, Victor Chandler ( Bookmakers) and any other scallywag with a chalkboard and a calculator. Not many of us will see a return on our investments. “ 
So wrote the tipster Rupert Hawksley of the Daily Telegraph on Thursday


Today sees some amazing sporting events and certain company names will receive a high profile to the brand though sponsorship and endorsement of historic events

The Boat Race and the Grand National.

Its estimated that a quarter of the UK adult population will bet on the Crabbie’s sponsored Grand National.

Most people will have a small each-way bet on a horse they fancy for no other reason then they like the name.

 Of course there’s nothing wrong with picking a horse for that reason, as pre-race favourites have a dire record in the race.

The Grand National is famed for its unpredictable nature and rightly so, in the past century five 100/1 shots have triumphed over the famous fences
However, the Grand National is far less of a lottery than many people believe.

 Trends and statistics have emerged over the last 20 years which can help you identify those runners who have the potential to run a big race.

Whether you decide to follow the trends and stats or choose your horse based on its name, silk colour or jockey riding good luck.

A TV audience in excess of 10 million will tune in to watch the drama of the 2015 Grand National unfold on the 11th of April at 4:15pm.

Along with those watching at home a 70,000 strong crowd will be at Liverpool's Aintree racecourse to cheer on the horses from the first fence to the final furlong.

Meanwhile on the Thames this evening the  Boat Race will race the profile of BNY Mellon and Newton Investment Management and others. Watched by thousands along the banks of the Tideway, between Putney and Mortlake in London, and by millions more on TV around the world, 

The BNY Mellon Boat Races make a unique sporting event. With four very strong squads of athletes, we expect to see great Races this year. 

The  Women’s Race at 4.50 pm for the first time joining  the men on the tideway , the gentlemen race starts an hour later.

Sponsorship - What's it about?

offers opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

So, why are the likes of Crabbies and BNY Mellon interested in sponsorship today?

When done well, it offers significant opportunities for distinct marketing and competitive advantages, as well as showing support of the event.

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals.

It should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the  event .

Sponsorship allows you to reach specifically targeted niche markets without any waste.

In addition, it is a powerful complement to other marketing programmes, in addition to having a powerful influence on customer relations.

Craven Cottage Fulham FC in background
Why invest in Sponsorship ?

Sponsorship offers the possibility of achieving several goals at once. 

Shaping Consumer Attitudes / Enhancing Image

 Often companies are looking to improve how they are perceived by their target audience.

Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.

 Crabbies ( Alcoholic Ginger Beer), for example is always looking to generate a positive influence of their products in the minds of their consumers and as such regularly support events they feel can influence consumer opinions.

Driving Sales

Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes.

The Corporate Hospitality tents are where prospects can be softly courted.

Food and beverage companies often use sponsorship to encourage samplings and sales. 

There could well be samples of Crabbies going !

Putney Bridge,,
 Red Buses --Spring Blossom on the Fulham shore adds to the spectacle
Heightening your Brand's visibility/ Creating positive PR

Many sponsors are seeking wide exposure in both traditional electronic and print media and social media.  Events offer a useful platform. e.g. #WhatBlueAreYou  for the boat race and #GrandNational for the Aintree event 

Positive publicity helps create heightened visibility of products/services.

Various media covering the event may include sponsors names and/or photos.

In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available.

To maximise this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organisers.

 Sponsorship can often generate media coverage that might otherwise not have been available

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